A Fresh Start for Stigmatized Groups: The Effect of Cultural Identity Mindset Framing in Brand Advertising

Milfeld, Tyler; Haley, Eric; Flint, Daniel J.

doi:10.1080/00913367.2021.1913264

Cited by 7 publications

(11 citation statements)

References 82 publications

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“…The main study's findings suggest that FSM framing can help overcome the hurdle of stigmatization for men who need to undergo constant negotiation to maintain their strong masculine persona influenced by social gender norms (Goffman, 1963; Vandello & Bosson, 2013). This study reveals that fresh start mindset (FSM) framing can be an effective message strategy to promote mental health issues, especially among men who find the issue to be important and involved, supporting the study of Milfeld et al (2021) that found the FSM can help reduce stigma. The findings also show that issue involvement levels moderate how female participants respond to FSM framed messages, but in an opposite pattern to males.…”

Section: Discussionsupporting

confidence: 79%

“…This study adds to previous literature by expanding the idea of framing effects to include FSM framing (Milfeld et al, 2021) while considering unique boundary conditions fit for mental health issues. Males were more attentive to and favored FSM over no‐FSM when issue involvement was high, but FSM framed messages were not particularly effective when issue involvement level was low.…”

Section: Discussionmentioning

confidence: 95%

“…More recent framing studies outside of mental health topics have moved beyond a dichotomous approach and utilized frames that were closely tailored to the issue at hand such as using the fresh start mindset (FSM) (e.g., “…help ex‐offenders chart a new course in life.”) to neutralize consumers' negative attitudes toward stigmatized groups (Milfeld et al, 2021). In this context, framing provides shared conceptual constructs enabling individuals to evaluate, convey, and interpret information in a certain direction (Wicks, 2005) by making a certain concept more accessible and allowing us to organize an experience (Goffman, 1974; Nelson et al, 1997; Shen, 2004).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…The mindset conveys personal attributes such as “initiative, self‐reliance, self‐mastery, and risk‐taking” (Sugarman, 2015, p. 104). The FSM emphasizes embedded beliefs, appearing to be “common sense”, particularly in American culture (Budinsky & Bryant, 2013; Milfeld et al, 2021). FSM narrative also fits well with how the modern world forces individualization and fluidity within individuals (Atkinson, 2008).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

Lee

Yoon

Joo

2023

J of Consumer Behaviour

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One challenge in promoting mental health help-seeking behaviors is the masculine norm ingrained in the U.S. Using experimental data, this article examines how fresh start mindset (FSM) framing can be effective in helping reduce the stigma associated with mental health help-seeking behaviors and increase the promotion of positive attitudes and word-of-mouth of the mental health messages among men (vs. women). This study uniquely reveals that FSM framing in mental health ad campaigns might help men switch from the mindset that mental health help-seeking behaviors equate to showing weakness to one of help-seeking behaviors as a fresh start. Further, this study demonstrates that males with high issue involvement levels and females with low issue involvement levels respond to FSM framing more favorably. Thus, issue involvement levels form the critical boundary conditions. The authors also reveal that attitudes toward the ads operate as an underlying mechanism in FSM framing effects on responses. | INTRODUCTIONMental health problems such as depression and stress are concerning issues of public health. While some people might be more vulnerable to mental health issues than others, everyone faces challenges at some point in their lives, and no one is immune (Kessler et al., 2007).It has been documented that 1 in 5 Americans experiences a mental illness in a given year (Reinert et al., 2021), and 1 in 25 Americans lives with a serious mental illness (e.g., schizophrenia, bipolar disorder, or major depression) (Substance Abuse and Mental Health Services Administration, 2016). 1 in 5 adolescents in the U.S. has had a seriously debilitating mental illness either currently or at some point during their life (Merikangas et al., 2010). Therefore, it is essential for us to understand mental health awareness campaigns that speak to the general public are in order to and help others who suffer from mental health issues and/or to prepare ourselves for mental health issues that might arise in the future (WHO, 2022).However, there is a barrier to overcome to increase the effectiveness of mental health awareness campaigns, and that is the stigma, the negative or discriminatory attitudes, associated with mental health help-seeking, such as the belief that those who seek mental health help-seeking are incompetent and weak (McCusker & Galupo, 2011).Prior research has revealed that men tend to hold more negative attitudes toward using mental health services than women (Yousaf, Popat, & Hunter, 2015) due to the socially constructed masculine norms for males, ingrained in the society of the U.S. (Barry, 2017;Mayer, 2018). In the literature on mental health, there has been a general agreement that masculine norms are closely linked with mental barriers (e.g., gender role conflicts, embarrassment) (Yousaf,

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Section: Discussionsupporting

confidence: 79%

Section: Discussionmentioning

confidence: 95%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

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Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

Lee

Yoon

Joo

2023

J of Consumer Behaviour

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“…Therefore, it is more likely to enhance the persuasiveness and effectiveness of health appeals by choosing the type of ads that is matched with consumers' characteristics. The idea that individuals can create a new beginning, known as the fresh start mindset (FSM), represents one of consumers' characteristics (Milfeld et al, 2021;Price et al, 2018;Strizhakova et al, 2021). We identify a conditional boundary of FSM on the effectiveness of progression and before/ after ads in the health persuasion context.…”

Section: Introductionmentioning

confidence: 99%

Gradually or immediately? The effects of ad type and fresh start mindset on health persuasion

2022

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Given this backdrop, understanding how to achieve the effectiveness of health ads is of importance. To vividly show product efficacy, marketers attempt to exhibit the change that products bring. A change ad, which is widely used in the marketplace, is defined as an ad that shows the corresponding changes delivered by a health product (or service). A change ad can be classified as either a progression ad or a before/after ad (Cian et al., 2020). For instance, when highlighting the changes that occur after orthodontic treatment, a progression ad will present the state of the teeth that range from irregular (before) to slightly aligned (intermediate) and finally to perfectly aligned (after), while a before/ after ad will only compare irregularly aligned teeth (before) with perfectly aligned teeth (after). Other health persuasions (e.g., weight-loss programs, acne treatments, hair-growth treatments, and teeth-whitening products) could be also promoted through change ads to emphasize product efficacy.Recent research has documented that compared with before/after ads, progression ads are more likely to encourage consumers to engage in process simulation spontaneously and therefore make the ads more credible and persuasive (Cian et al., 2020). However, a particular type Siyun Chen and Sining Kou share the co-first authorship.

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Stigma in marketing and consumer research: A literature review and research agenda

Rocha,

Veloso

2024

J of Consumer Behaviour

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Stigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state‐of‐the‐art in this domain; (2) our two‐step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio‐psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

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A Fresh Start for Stigmatized Groups: The Effect of Cultural Identity Mindset Framing in Brand Advertising

Cited by 7 publications

References 82 publications

Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

Role of fresh start mindset framing in reducing stigma and promoting mental health help‐seeking behavior

Gradually or immediately? The effects of ad type and fresh start mindset on health persuasion

Stigma in marketing and consumer research: A literature review and research agenda

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